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All Journal Journal of Marketing Innovation
Februadi, Agustinus C.
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Economics, Econometrics & Finance Social Sciences

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The Influence of Instagram Social Media Marketing as a Promotional Means to Increase Intentions to Visit Tourist Destinations Fitri, Fadhilla Resta; Februadi, Agustinus C.; Elisabeth, Vera; Yuardani, Ade Muhamad
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.70

Abstract

Technological advances, mainly social media, can drive the increase in GDP. The ease, convenience, and practicality of consumers using social media create almost limitless opportunities for social media marketing in the travel sector. Tourism destination managers have widely used Instagram to promote their destinations by creating appropriate images. However, it is essential to understand the types of destination images that influence tourists. This research aims to understand the relationship between destination image and intention in social media marketing. This research also aims to determine which cognitive or affective destination description is more significant. This research involved 373 respondents who actively use Instagram and know tourism destinations' official social media accounts. The data was analyzed using PLS-SEM. This research finds that social media marketing significantly affects the intention to visit, affective, and cognitive destination images. Destination image also mediates the relationship between social media marketing and visitors' propensity to leave. The analysis findings also show that affective destination image is more effective than cognitive destination image in influencing visitor intentions. These results highlight the importance of considering emotional components when promoting tourist locations.
The Influence of Service Quality on Student Loyalty at Budi Bakti Tutoring Julianti, Geshapillia; Februadi, Agustinus C.; Safaruddin
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.73

Abstract

Education is considered one of the important primary human needs. Therefore, people are competing to get the best educational place. This phenomenon encourages parents to register their children with tutoring institutions to get additional classes. Tutoring in Indonesia is included in the Course and Training Institute (LKP). During the pandemic, LKP's growth declined due to the loss of students. The decrease in student enrollment also occurred in one of the tutoring institutions in Bandung Regency, namely the Budi Bakti Tutoring Institute. In services, service quality is an essential factor in the competitiveness and sustainability of institutions. The purpose of this study is to assess the level of service quality at Budi Bakti Tutoring to retain existing students and gain new students by measuring the five dimensions of service quality perceived value, student satisfaction, and student loyalty. The research method used is a quantitative approach. In this approach, data collection was carried out on 222 samples of students and alumni of Budi Bakti Tutoring through the distribution of questionnaires and then analyzed with PLS-SEM. The results showed that there was a positive influence between service quality on perceived value, student satisfaction, and student loyalty. This research is expected to improve the quality of service at Budi Bakti Tutoring.
Co-Authors Elisabeth, Vera Fitri, Fadhilla Resta Julianti, Geshapillia Safaruddin Yuardani, Ade Muhamad